February 2, 2012 - SEAF News
Indonesian campaign poster symbolism and political identity
By Sarah L. Bhatia

http://aparc.stanford.edu/news/indonesian_campaign_poster_symbolism_and_political_identity_20120202

Riding around on the back of a motorcycle in 2009, Jeremy Menchik snapped 
photos of hundreds of Indonesian campaign posters. That number has now 
grown to over 5000 images, which Menchik and Colm Fox have painstakingly 
coded and analyzed to better understand the politics of identity in 
Indonesia. The initial results of their research reveal similarities 
between the United States and Indonesia, and shed light on the transitional 
democracies of the Arab Spring.

Menchik is a 2011–12 Shorenstein Fellow at Stanford University, and will 
take up a position as an assistant professor in international relations at 
Boston University in 2013.

Fox is a doctoral student at the George Washington University’s Department 
of Political Science.

How important is political identity in Indonesia? Why?

Indonesia is the largest Muslim-majority country in the world, and one of 
the most diverse. But what we found was that rather than being unique, 
Indonesian politicians behave remarkably similar to American politicians in 
using a variety of regional, religious, and ethnic identity symbols to 
court voters. 

For example, just recently on NPR, I heard Mitt Romney and Newt Gingrich 
using broken Spanish to appeal to Latino voters in Florida. That is no 
different than candidates for mayor in northern Sumatra, who often print 
one poster with them wearing Islamic clothing for one neighborhood, and 
another poster with them wearing Batak clothing for a different 
neighborhood. And a third where they are draped in the Indonesian flag. 

Our research suggests that despite the obvious differences between a 
developed, Western country like the United States, and a developing, 
Muslim-majority country like Indonesia, politicians often act similarly 
when they are trying to win elections.

What is an important factor in determining a candidate’s use of identity 
symbols?

What we found is that the election rules matter, a lot. Candidates are far 
more likely to use religious and ethnic symbols in a plurality 
(“winner-take-all”) system like the United States than in a proportional 
representation system (PR) like Indonesia. This is an important finding, 
because tinkering with election rules is one of the tools that 
international relations practitioners can use to reduce ethnic and 
sectarian violence. And what we are saying is that it works. Changing 
election rules can change the types and levels of identities that are 
politicized. And that is an important lesson for conflict resolution.

What are some of the most surprising results to come out of your research?

The first is how badly the dominant explanations for identity 
politics—modernization theory and secularization theory—fared when they 
were tested on a large dataset. We are at an interesting juncture in time, 
where our theories of religion and politics have not caught up with the way 
the world works. 

A second surprising finding is how much electoral rules shape the use of 
identity symbols. Indonesia is a Muslim-majority country, but you would not 
know it in many of the PR elections. Having strong party backing is so 
crucial to winning seats in the legislature that it overrides candidates’ 
religious identity. This points to a similarity between a developed, 
consolidated Western democracy like the United States, and a developing, 
unconsolidated Muslim-majority country like Indonesia. The rules are really 
important for understanding "how politics works" in the Muslim world. 

Finally, it was interesting to see the continued importance of history for 
understanding contemporary political behavior. Regional rebellions that 
happened in the 1950s continue to echo in politics today. There are 
certainly ways that changing electoral rules and economic development can 
result in a shift in political identity, but without understanding the 
specific Indonesian context, a lot of our results do not make sense. That 
is an important lesson that for understanding how people in a Muslim 
country vote; the regionally specific history of that country is very 
important.      

During last year’s Arab Spring, the ideal of democracy was celebrated 
throughout the world. How might your research shed light on understanding 
the complexities of these transitioning democracies?

Well this research has clear implications for the Arab Spring, particularly 
for understanding the future of Egypt. Just because religious parties like 
the Muslim Brotherhood or the Salafist Nour party come into office does not 
mean that democracy is doomed, or that religious minorities are going to 
suffer. As long as secular Muslims, Christians, liberals, and other groups 
have a stake in elections, we are likely to see cross-ethnic and 
cross-religious coalitions emerge. This is a very good thing. One obvious 
difference, however, is that we did not see a lot of overt military 
participation in politics in Indonesia after 1999. The military was largely 
absent. And that is one way that Egypt is very different from Indonesia. If 
there is a big threat to democracy in Egypt, it is not coming from the 
politicization of identity—it is coming from the suppression of the 
people's voice by the military.

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